2016 Marketing Tactics and Technologies
Every year, Target Marketing completes an extensive Media Usage Survey, asking readers how they’re allocating the budgets, what media they’re favoring and more. What follows is data from the fourth section of the 2016 survey.
As marketing has evolved during the past 10 years, tactics and tools have become more important than media channels themselves. This question was designed to get into the emerging strategies and important tools shaping the marketing landscape.
4 Quick Takeaways
- Abandoned or Undiscovered? AR and NFC are the two least-used technologies. Each has significant user adoption hurdles
- The Content Imperative: The only tactic that more than half of respondents intend to increase spending in, content marketing emerged as a hot tactic in 2015, and its numbers are almost identical in 2016.
- Mobile Insight: Shedding light on the mixed mobile signals we’ve been seeing, mobile-optimized Web is clearly the emphasis for our respondents, with a significant portion also getting into apps.
- Not With the Program? Earlier, we saw that 75 percent of respondents were doing some kind of programmatic ad buying, but here, 66 percent report they don’t.